Tag Archive: marketing

Times Square and Marketing Appeal

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Recently, when I was in New York, I had the opportunity to walk down Times Square (pictured below). The people, the buzz and the lights are amazing — almost no matter what time you take a stroll. There is a certain appeal of the advertisements. TV shows that you didn’t care about previously look more enticing as they flash by on nearby buildings. Store advertisements seem more appealing than they do in print, on-line or on TV. Do you wonder why? There is a marketing appeal to walking in Times Square. How can we create this with our companies? One tip…
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Big Customer Promises

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Last week, I met with my marketing team on several topics. One of the key areas, stemming from the strategy session with my international advisory board in Sydney is “what is my unique differentiation and value proposition”. I have always been passionate about providing exceptional service which ONLY can occur if you have empowered and engaged employees. Thus, we decided upon “I work with manufacturers and distributors (with deep expertise in aerospace, building products and food industries) to make and KEEP bold customer promises by empowering people with profit-driven strategies. From my point-of-view, the promises and profit have to go…
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SIOP is Not a Supply Chain Project

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According to the head of the Drucker school’s supply chain program, SIOP (sales, inventory and operations planning) is a hot topic with executives and supply chain leaders. I’ve found that our 4 EXCEL proprietary SIOP process has gained HUGE benefits for clients, and so I concur! However, SIOP is NOT a supply chain project; the significant growth, profit, margin, cash and service benefits come to those who treat it as an organization-wide strategic initiative. Although the supply chain and operations resources typically coordinate the SIOP process as their skills align best with the majority of the processes, the reason for…
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Why Marketing Shouldn’t be Overlooked with SIOP

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I’ve been partnering with clients to design and implement SIOP (sales, inventory and operations planning) programs the last several years as I’ve found them to be a GREAT way to achieve several results simultaneously: 1) Support growth, 2) Improved service levels/quicker turnaround of deliveries (shorter lead times), 3) Improved margins and efficiencies, 4) Accelerated cash flow; and 5) Improved employee morale and teamwork. Although the technical side plays an important role (figuring out future demand and aligning with manufacturing, staffing, suppliers etc.), the aspect that generates the best results is that it aligns the executives and functions within the organization (and…
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The Power of Your Personal Brand

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I just completed two Amazon reviews for two fabulous books on marketing topics: Marketing Above the Noise by Linda Popky and The Membership Economy by Robbie Baxter. I recommend both as “must reads”! Thus, I am thinking about the power of marketing. I find that my most successful clients prioritize marketing and branding. And, the most successful executives consider it a priority not just for business success but also for personal success. How about you? I presented on the topic of personal branding at the APICS 2013 International Conference. Have you thought about your personal brand? What are you known for? Would people know…
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